Elan Case Study

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The sale of recreational boats was lethargic for several years up to the time of the 1990's. The National Marine Manufacturer's Association had reported that the actual number of recreational boaters had steadily declined at a rate of one to two percent per year through the late 1990's up into 2000. A fear that slumping economic conditions would further impact the market was a big problem facing the industry. This is why many 2001 models of recreational boats were housed in inventory warehouses until the 2002 season. In a positive light, water skiing almost was included in the 2004 Olympic Games in Athens. The International Waterski Federation was a huge supporter of acceptance into the Olympic Games, but the International Olympic Committee declined entrance due to the number of athletes already competing in the games. However, a run for the Olympics helped the ski boat industry gain a bit more attractiveness and within a year was accepted into the Gravity Games and the World Games.

In the boating industry, there is always a need for a faster, better built boat and competition is always driving these changes. Also, the top dogs of the industry are always getting the best prices on supplies to help further their company to the top of the market. And with water skiers drastically impacting the market, an entry of a new business into the industry will only further the competition. Below is a five-forces model to help you better understand what drives the ski boating market:

Consumers are getting more options from the many industries thus increasing their bargaining power.

Ease of entry for new competitors into the market. This is making the industry much bigger. Rivalry am...

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...e problems getting the loans to acquire more businesses to help build theirs up. A successful acquisition could help in lowering their freight costs and could open up the door to international markets such as Canada and Australia.

Since it is difficult to operate as a best-cost provider, Elan should try to keep their costs down and the quality of the products as high as possible. Since the most important part of the boat is a powerful engine, Elan should find a partner and build up a strategic alliance with them. An engine made to fit and providing excellent performance could help push sales higher and would in turn generate higher revenue for both companies.

These are just a few recommendations I would make to Ben Favret and Jay Blossman to help them in achieving their quest to make Elan the market leader in the competition ski boat industry.

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